Hoppers Crossing

A Next Payments EAGLEi360 Case Study

We’ve seen real growth - not just in member numbers, but in how engaged our members are with the club. EAGLEi360 has given us the tools to be proactive instead of reactive - and that’s where the real value is.

Scott Seward | General Manager | Hoppers Crossing Sports Club

About Hoppers Crossing Sports Club

Hoppers Crossing Sports Club is a community-driven venue in Melbourne’s West, home to seven local sporting clubs and a loyal, growing membership base.

With a strong focus on maximising trade performance and delivering exceptional member experiences, the club is continuously looking for smarter, more strategic ways to operate and grow.

Learn more about Hoppers Crossing Sports Club here.

The Challenge: Limited Visibility into Member Behaviour and Campaign Performance

As the venue evolved, so did the complexity of its operations.

Like many hospitality venues, Hoppers Crossing Sports Club faced several key challenges:

· Reactive marketing approach due to limited time and resources

· Under utilised loyalty strategy, with tiering in place but not fully leveraged

· Fragmented data across systems, limiting visibility into member behaviour and campaign performance

· Lack of clarity on campaign ROI and communication effectiveness

The team needed a way to move beyond guesswork - and start making confident, data-driven decisions.

Before EAGLEi360, it was difficult to confidently say what was working and what wasn’t.

The Right Solution: A Central Access Point for Data Across Gaming, Membership, POS and Marketing

Hoppers Crossing Sports Club implemented EAGLEi360 as a central access point for data across gaming, membership, POS and marketing.

Using EAGLEi360’s campaigns and communications modules, the team has the capacity and the tools to:

· Tailor offers for high-value players vs casual members

· Optimise communication channels by understanding SMS vs email performance and cost vs return

· Leverage real-time ROI tracking to continuously refine promotions

The ability to segment our members properly and see the return on each campaign has completely changed how we approach marketing.

To enhance the club’s loyalty program, the club also uses EAGLEi360 insights to:

· Design a structured, tiered loyalty program backed by real member data

· Understand true cost vs benefit of rewards and incentives

· Build a program aligned to actual member behaviour, not assumptions

We’re now building a loyalty program based on real behaviour metrics that we get directly from EAGLEi360 - not just what we think members want.

The Results: Proactive Decision Making Backed by Real Data

The benefits of Hoppers Crossing SportsClub using EAGLEi360 has been both immediate and sustained:

· Membership growth doubled from 1,700 to 3,300 in just 2.5 years

· Significant increase in active members and visitation

· More effective campaign performance through detailed targeting and ROIvisibility

· Improved marketing efficiency, with smarter channel selection (SMS vs email)

We’ve seen real growth - not just in member numbers, but in how engaged our membersare with the club.

The leadership team at Hoppers Crossing are also reaping the benefits of EAGLEi360’s dashboard and reporting tools, where they gain:

· A real-time, consolidated view of daily performance

· Access to preferred reports like Hourly Summary, Weekly Comparison andBoard Reports

· The ability to move from reactive decisions to proactive, insight-ledstrategy

The club has transformed from a venue relying on guesswork and disconnected systems, to one central platform that has everything they need to make confident decisions.

Having everything in one place gives us confidence. We can make decisions quickly, and we know they’re backed by real data.

Why Next Payments

Next Payments is a leader in the payments and technology sector and pride themselves on delivering exceptional user experiences that bring efficiencies and improve security and reconciliation. The company’s product portfolio offers payments hardware and software solutions tailored for the hospitality and gaming market.

Next Payments is AML compliant and ISO 9001 accredited. Next Payments has offices in Australia and New Zealand.

Having everything in one place gives us confidence. We can make decisions quickly, andwe know they’re backed by real data.

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Scott Seward | General Manager | Hoppers Crossing Sports Club

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